Dry Like Me cleans up at the Fresh Awards.

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We are incredibly proud that our “Little Miss Smarty Pants” TV campaign for potty training brand Dry Like Me won big at Friday Night's Fresh Awards in two hotly contested categories; The campaign picked up a pair of Silver awards for Proving Marketing Effectiveness and TV or Cinema Commercial.

The 30 second spot, created by Dennis Willison and Vineet Raheja and directed by Karen Cunningham of Pop Up Films, captures the vibrancy of the brand whilst delivering its key messages in a simple and relatable way. The campaign resonated with both parents and children getting the balance between being fun and informative just right, and we are thrilled that it has received this industry recognition.

Speaking of the work, Jude Hough, director of Dry Like Me said; “Connect really understood our needs from the word go, even though we are something of a new genre for them. We had the service we would have expected from a big London agency, but with a small agency feel. The work has exceeded our expectations, making us stand out against our competitors as well as taking us to the next level.”

The ad, titled ‘Little Miss Smarty Pants’ featured across a number of UK children's television channels over four weeks and included spots on popular channels such as Boomerang and TinyPop.